Page 189 - MARSIUM'21 COMP OF PAPER

■ 5.0 DISCUSSION AND CONCLUSION

5.1 Hypothesis Discussion

5.2.1 H1: There is a significant positive relationship between packaging color of Arasa Shrimp Paste and customer
purchase intention.

Support to Hypothesis Results

(Supported or Not Supported) (Significant)

Supported p-value: 0.001

Table 5.2.1: Result of Hypothesis 1

Based on this research findings, packaging color of Arasa shrimp paste had a significant positive relationship that
influence customer’s purchase intention. This is based on the result of multiple regression where the p-value is 0.001 less
than 0.05 and the beta value is 0.271 where it is acceptable.

Nowadays, people are more interested in buying a product because of the packaging that plays a role. According to
Silayoi and Speece (2002), packaging plays an important role in order to attract customers and influences customer’s
purchase intention. Hence, in this research study, the respondents are more attracted and intend to purchase the shrimp
paste that use a colourful packaging that differentiate with other competitors and also using the packaging color that can
be easily remembered by the consumers. According to Gofman (2010), it has been proved that colour have a strong effect
on perception and therefore colour of packaging can be important. The right choice of colours is an important factor in
creating the impression needed to influence brand and product selection.

Based on the result of the questionnaire, the highest rank that respondent choose is red colour with 25.4%. it’s meant that
respondents are intend to purchase shrimp paste that have red colour of the packaging. Colour packaging plays an
important role for customers to differentiate the brand from other competitors in the market. Every colour creates different
meaning to customer’s intention and perceptions. Psychologist categorized red colour as warm colour. According to
Crowley (1993), activating colours such as red could engage customer purchase intention. Hence, by using red colour of
Arasa shrimp paste packaging it will increase the customer’s purchase intention and also can increase the sales of Hanzala
Enterprise.

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